Brand: Marlboro

Year: 1996

Category:
Ad-point of sale/indoor
Coupon - Discount
Direct Mail
Promotions-Program Coupons

Description:
This is a direct mail piece announcing the 1/1/96 launch of the Marlboro Unlimited catalog. Note the discount coupons. These are computer coded so the company can track which mailing list recipients redeem them. RJR and B&W are set up to do this as well with the coupons they mail out. In 1995, Philip Morris' direct mail operation had 35 million names in its databases, and the company expected to spend $160 million on direct mail that year.

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